BT Weekend revamps content strategy, bolsters brand offering

The Business Times (BT) recently unveiled a new design and refreshed content for its weekend magazine, the Business Times Weekend (BT Weekend). Published every Saturday, BT Weekend looks to provide in-depth commentaries, reports and the latest market trends for readers.

The revamped magazine will offer more opportunities for brands to reach out to its readers with targeted editorial and marketing collaborations. According to BT's lifestyle editor Jaime Ee, advertisers can work with BT Weekend through various options such as advertising packages, sponsored content, workshops for readers and cocktails with top CEOs.

In a conversation with Marketing about changes in content strategy, Ee explained that BT Weekend is refining its content to include more "smart luxury content and lifestyle features". This is with a focus on local and regional "movers and shakers".

The move also follows its bid to cater to the needs of its readers comprising senior management, high-flying professionals and successful Millennials as well as distinguish it from international titles. Ee said that the team had been revising the magazine since its launch last October to find "the sweet spot". This is through a combination of great storytelling, luxury content and classy design,

"We work across multiple platforms - print, digital and video - to maximise results for advertisers. With our editorial experience, we are able to create original content for brands which want to tell their stories in an engaging, personal way," Ee added.

BT Weekend's lifestyle section "Living" now comes in a pullout and while the magazine still contains existing sections such as "Dining", "Shopping" and "Travel".

Meanwhile, two new columns will be added to the mix, this will feature CEOs who will share their outlook and insights on one column, and Singaporeans working overseas will be featured on the other. The magazine will also continue to bring readers popular features such as "The Raffles Conversation" and corporate news.